In My Era with
New Era
New Era wanted to position the cap as a cultural uniform worn by creatives across Europe. The challenge was simple but delicate: give the talent genuine space to be themselves while ensuring the creative direction kept the brand's role clear and present.
New Era wanted to position the cap as a cultural uniform worn by creatives across Europe. The challenge was simple but delicate: give the talent genuine space to be themselves while ensuring the creative direction kept the brand's role clear and present.
New Era wanted to position the cap as a cultural uniform worn by creatives across Europe. The challenge was simple but delicate: give the talent genuine space to be themselves while ensuring the creative direction kept the brand's role clear and present.
A Sneak Peak
On Location in London & Milan
Iledthecreativeproductionendtoendacrossthreeproductions,researchingeachcreative,understandingtheirspacesandwhatinformedtheirpractice,thenbuildingthevisualandnarrativestrategyaroundthat.Ontheground,IdirectedtheinterviewsinEnglishandItalian,writingpromptsdesignedtodrawoutgenuinestory.
Iledthecreativeproductionendtoendacrossthreeproductions,researchingeachcreative,understandingtheirspacesandwhatinformedtheirpractice,thenbuildingthevisualandnarrativestrategyaroundthat.Ontheground,IdirectedtheinterviewsinEnglishandItalian,writingpromptsdesignedtodrawoutgenuinestory.
Intheedit,thechallengewasdistillingcomplexcreativepracticesintosocialformatswithoutlosingthenarrative.Idevelopedvisualhooksrootedineachtalent'sworld:acontentcreatorwiththeircamera,aclothingcustomiserwiththeirmaterials,apainterwiththeirmedium.
Intheedit,thechallengewasdistillingcomplexcreativepracticesintosocialformatswithoutlosingthenarrative.Idevelopedvisualhooksrootedineachtalent'sworld:acontentcreatorwiththeircamera,aclothingcustomiserwiththeirmaterials,apainterwiththeirmedium.
Intheedit,thechallengewasdistillingcomplexcreativepracticesintosocialformatswithoutlosingthenarrative.Idevelopedvisualhooksrootedineachtalent'sworld:acontentcreatorwiththeircamera,aclothingcustomiserwiththeirmaterials,apainterwiththeirmedium.
Iledthecreativeproductionendtoendacrossthreeproductions,researchingeachcreative,understandingtheirspacesandwhatinformedtheirpractice,thenbuildingthevisualandnarrativestrategyaroundthat.Ontheground,IdirectedtheinterviewsinEnglishandItalian,writingpromptsdesignedtodrawoutgenuinestory.
Eachstorywasthenshapedintotwodistinctformats:oneforInstagram,oneforTikTok.Optimisedforplatformwithoutcompromisingonstorytelling.
Eachstorywasthenshapedintotwodistinctformats:oneforInstagram,oneforTikTok.Optimisedforplatformwithoutcompromisingonstorytelling.
This series also featured a special content piece in collaboation with View From a Bridge (@aview.fromabridge)
This series also featured a special content piece in collaboation with View From a Bridge (@aview.fromabridge)
This series also featured a special content piece in collaboation with View From a Bridge (@aview.fromabridge)
Eachstorywasthenshapedintotwodistinctformats:oneforInstagram,oneforTikTok.Optimisedforplatformwithoutcompromisingonstorytelling.
